3 Social Strategies For Small and Big Business

The Social / Broadcast Matrix says there are four configurations for media, based on whether your channels and content are social and/or broadcast.

From these four modes, three social strategies emerge:

Watercooler Strategy

For a Social/Broadcast environment, socialise your channels. Get your message to where people already are. Ask yourself: where do my customers congregate online? Perhaps it’s Facebook. Perhaps it’s a local network. Profile your audience and get your content there.

Showcase Strategy

In a Broadcast/Social environment, socialise your content by showcasing people. Crowd-sourcing. Invite people to comment, create, or curate content for you – blogging, tagging, photos, video. By putting people in your content, you invite their network to see it.

A great example: Orange’s Glastonbury ‘Glastotag’ photo that attendees could tag themselves in. By showcasing people, Orange got people’s attention.

Elbow Strategy

In a Social/Social environment, socialise your culture by providing a platform for others. Be at the ‘elbow’ of your community’s actions – the lynchpin that brings others together, without being the centrepiece.

I regularly find Like Minds in this position. We create the conditions. Others do the work. That’s the elbow.